Now that you know the basics of event marketing, it's time to start planning your event!
Now, you probably have an idea what type of event you want to execute. You’re either down to the final few options and you need to know a few more details to make the final plan, or you’re ready to start putting the pieces together!
But, wait! Where exactly DO you start? With everything to do from the venue to entertainment, food to promoting your event, and all the timelines in-between, how do you know where to start?
This chapter will answer all that and more!
Composer, conductor and author Leonard Bernstein summed up the event marketing mantra with this quote: “To achieve great things, two things are needed: a plan and not quite enough time.”
It’s a feeling we are all too familiar with: “I don’t have enough time!”
And, if you have planned any event, you know it’s something you can relate to. (If this is your first event, don’t be scared – I promise everything on your to-do list will pay off in the end!)
The best way to deal with an extensive laundry list of tasks – and not a ton of time to do those tasks! – is to have a plan of attack.
Event Planning - The Fundamentals
The items discussed in this chapter are the pieces you put together to build that plan; think of them as the foundation your event will stand on.
Think back to your LEGO building days. (There’s no shame if it was yesterday!) The shape you make for your base determines the entire configuration of your creation. Consider these basics before committing to an event. Then, you’ll ensure you understand what is involved in each type of event – before you make a commitment you can’t break.
These LEGO pieces may not apply to every event. For example, a festival that is focused on a business to customer (B2C) audience probably won’t have a featured speaker presentation.
The initial pieces and first steps to put together an event, which are covered in this section, include:
- Knowing your event goals
- Event suppliers and budget
- The basics: day, time and venue
(Click on any of the words above to jump to that section!) I mentioned in previous chapters the need to choose an event which will support your marketing goals, which is why event goals is our very first LEGO brick.
And, for additional help planning your event, be sure to check out the event planning checklist.
As discussed in our chapter on the Benefits of Event Marketing, there are many reasons you may choose to participate in event marketing. Remember, while events are often fun or educational, they still have to benefit your company. You can put endless hours of work into creating an amazing event, but if it doesn’t positively benefit your company, why are you doing it?
In the words of the famous business speaker and author Zig Ziglar:
“I don’t care how much power, brilliance or energy you have, if you don’t harness it and focus it on a specific target, and hold it there you’re never going to accomplish as much as your ability warrants.”
So let’s talk about how to focus and harness that power and brilliance of your event.
My very favorite marketing mantra I learned from Bob Miller, who was the General Manager of Marketing for Toyota: “What you can measure you can manage.”
Look at the potential benefits of event marketing. Which ones apply to your event? Then think about what you can tangibly measure after the event, and which of those items relate to the benefits, or results, you want to achieve. Those items you can measure are known as marketing metrics.
Whenever possible, include goals that can be measured by your metrics.
Depending on your product or service, a few potential areas you can measure include:
1. Brand awareness: Social media shares and press coverage
Brand awareness is one of the hardest marketing elements to measure. Think about it. How do you know who knows about your brand? And even if someone recognizes your brand, will they remember you?
Thankfully, the rise of technology has helped. While you can’t see people’s thoughts, you can at least measure where your brand name is getting out there.
Some elements you can look at include media coverage (learn how to write a press release for more on that) and social media statistics. That could include mentions of your company and the event on any platform, as well as interaction with your posts about the event. How many people liked it? Were you retweeted? How many time was your event hashtag used, and how often were those posts liked?
Social media engagement doesn't come easily, especially at smaller events, but it is something you can measure!
B2C companies that take advantage of sponsorships and expos may have the opportunity to make sales on the spot. Some B2B companies are also able to do this. It often depends on the cost of the item. Products with a lower price tag are easier to buy on the spot, especially as events often sell items at a discount or with free bonus items.
At a trade show or expo, you might have a specific revenue goal you want your event to achieve. You have paid to be there – make sure you’re getting more money in than you are putting out!
Perhaps customers are interested but unlikely to buy your product then and there. This is when leads come into play for B2B companies.
Not everyone you meet at an event is a potential customer. An attendee could come up to your booth, find out what you do, and then find out whether or not your product is a viable solution for their brand. If it is, they are a lead. You can get their details and begin the sales process.
4. New Contacts
If you are a B2C company, you may not necessarily consider everyone to be a “lead.” You could simply be adding contacts to your email marketing list. This is another thing you can quantify.
Meetings can be booked by sales and customer success for both prospects and customers. This provides the opportunity to upsell or renew. Even if renewals don’t happen on the spot, events can be the only time when your customers meet with your company representative in person. That’s something worth noting!
What is the capacity of your venue? How full do you want it to be? If it’s an event you’ve sold out before, do you want to do so again? Keep in mind how many people need to attend your event for it to feel “full” – your event should be the place to be!
Your budget can be related to attendance. While it’s not the reason you do event marketing, it is an important goal. If you are charging for tickets, breaking even event is probably one of your main execution goals. (You could even make a profit!) If you want to keep doing events, staying in budget is key!
If your event itself isn’t bringing revenue, you still need to stay in budget. Events can get expensive quickly! Which leads to the next essential – budgets, and the suppliers you need to budget for.
It doesn’t take long for costs to add up. (Especially if you want to add a “wow” factor and make your event memorable!)
This can often cause the most headaches when it comes to event marketing. Managers are never thrilled when you spend more than they planned! It’s a challenge event marketers are familiar with; 45% of them cite budget as their biggest challenge when it comes to event planning.
A big part of budgeting relates to the vendors you hire. These are the businesses that will supply their products and services for your business. Aside from two of the largest costs (catering and vendors), there are plenty of other potential supplies you may need. You can also use tools like this marketing budget calculator to make sure your event doesn't exceed your budget.
Here is a list of the products and services you may need to consider for your budget:
- Caterers - Because attendees aren’t happy when they’re hungry. Catering is such a big deal, there is an entire section coming in this chapter!
- Photographer - To showcase your event across internal and external communications post-event, and use when promoting your event the following year.
- Videographer - Needed if you want to share speaker sessions or event highlights on YouTube, your own website, or other video platforms. (Sadly your camera phone won’t do in this situation!)
- Printer - Can be necessary for any number of things including the program, seating charts, or a menu.
- Event management company - This is a big decision, as event management companies do cost money. While they aren’t required to run an event, if you have a small team and a big event, they can be a necessity. If you work with an event management company, remember that regular communication is not optional, and this process also takes time.
- Venue - The place your event is held! This is a big one, which I’ll discuss more in the next section.
- Additional event staff - People you hire to help you execute the event on the day.
Venue and catering are often tied together. The venue will charge for the use of its space, and may require you to purchase its food and beverage packages. When planning conferences, I’ve spent hours creating spreadsheets that compare cost per person. I would look make three numbers for each venue on our shortlist:
- The minimum food cost per person
- The maximum food cost – what I’d ideally love to supply each guest
- An average of the two
After doing those calculations, we then added each of those price points to the flat cost of the venue rental, and look at the other factors affecting the final event venue decision.
This is when marketers put those math skills to use!
If you don’t have much of a budget, partners and sponsors can help cover those costs. For example, you could have a customer with an auditorium space. The customer might let you use its space in exchange for sponsor privileges at the event.
For additional guidance when choosing an event venue, make use of my event venue checklist and worksheet.
Four Ways to Find Event Suppliers
If you haven’t planned an event before and need to source suppliers, there are a few resources you can use:
- Check reviews of local suppliers. It’s no surprise: we love reviews at G2 Crowd! That’s because they work. You do not want to sign a contract only to find the person won’t deliver on the day you need them. I never sign a contract without doing my research first.
- Talk to your network. If you ask around among coworkers or friends, you might be able to get a great recommendation. You could even pose the question on one of your social media accounts and ask for suggestions. There are also event planning groups on LinkedIn and Facebook where you will find experienced event professionals ready and willing to help each other.
- Ask the event space for recommendations. Your venue is familiar with event vendors coming into its space. Its team probably has experience with those who do good work. Plus, if the supplier has been at your event space before, it will make your event execution easier. Your audio-visual (A/V) supplier shouldn’t get lost if they’ve been there before!
- Research events you’ve attended. If you’ve attended events yourself and there was a supplier you loved, you can ask who they worked with. As long as it’s not your competition (you’re not super likely to attend their events anyway!), people are often happy to share recommendations.
The more events you do, the more suppliers you will get to know. Some you may need to change, others will become your regular!
You can’t have an event without a time and place. It’s pretty much what makes it an event. Determining the day, time, and venue can be like putting puzzle pieces together.
Your speakers are another element of the puzzle. You might have your event date and venue locked in first, and then source speakers. Alternatively, you could have a specific speaker who wants to speak with your company. Then, not only do you need to find a date within their busy schedule, you also need a venue available on that day too!
When looking at dates, it makes sense to be aware of any holidays or other events which may keep people from attending. In addition, check for other events also focused on your target market. For example, if your target market is full of marketers, make sure there isn’t a national marketing conference on the same weekend!
If you have some flexibility for your date, talk to venues and ask for what they have within a certain time frame. Who knows, you may be able to negotiate a cheaper rate during a slow period.
Once you have a few places in mind, walk through the spaces and meet with the staff members who would manage your event.
There are a number of additional factors to consider when choosing an event venue; check them all out!
The venue availability will also be affected by the agenda. Items to consider include:
- How much time do you need for registration?
- How long do you want your entire event to run?
- If it is for an entire day, how many sessions will you have, and how many breaks between sessions?
- How long do you want to give each speaker to present?
- When and how much time will you give attendees to network, mingle with sponsors, and enjoy your catering?
Think about how long you want to give attendees for each of these items. This will help determine how long you need to rent your venue space.
While catering isn’t the reason people come to your event, it makes a big difference in the event success. You know that word “hangry”? I love that word because it’s so true. Hungry people are not happy people!
You need to make sure your guests are full for both their sake and your own. Studies have shown that focus levels go down when people are hungry.
This means guests can’t get the full value of your event – they are too hungry to take it in!
Plus, when people are hungry, their outlook on a situation is negatively affected. It’s no secret, you’ve felt it yourself! And with all of the time and money you put into your event, it’s worth investing in a little food. By doing so, you make the experience a positive one. That means people will want to come to your next event too!
People often expect food at breaks at a full-day event. Regardless of how often you give food, I cannot stress enough the need for tea and coffee! Conferences are busy.
Life is busy – people are tired!
I have been to events where I don’t have time to get a cup of tea before the first session. I’ve come out at the first break, ready for my caffeine hit, only to find the catering tables empty. It’s my biggest pet peeve. Tea and coffee are not a major cost, and tired is just like hungry – people are not happy when they need caffeine!
As a rule of thumb, you should have food whenever there is alcohol. That is being a responsible host. You don’t want to put your guests in a situation where they are drinking on an empty stomach.
Thankfully, if you are sponsoring an event, catering is usually something you can take off of your list! If you are hosting a larger event for the community, such as a festival, you might want to bring in vendors such as food trucks. Then attendees cover their own costs, paying for the food they want and nothing else.
If the whole purpose of your event is for attendees to learn from a speaker, your speaker better be a good one!
Regardless of if you are paying your speaker or they are doing it for free, you want all of your speakers to:
- Have both credibility and authority. The person knows what they’re talking about, no question about it.
- Offer a certain level of charisma. You don’t want guests dozing off like it’s your 10th-grade history class!
- Focus content on attendees – not themselves. Your speaker is there to give your guests value, not a sales pitch. Their goal must be to valuable content for your guests.
Credibility and Authority
The authority of your speaker has a direct impact on attendance. Getting an exclusive inspirational speaker will make more people want to attend. No matter what, you need to ask yourself: “Why should people listen to this person? What makes their unique point of view valuable?”
Perhaps it is a high-level title. Maybe they have results of a successful campaign they can share. The individual could have spoken at other events. Someone may have won an award or founded a company.
Whatever it is, you want something in the speaker bio that piques the interest of your target market and makes them think, “I want to hear what this person has to say!”
Your speaker’s authority doesn’t come from their title alone. What makes the person credible to speak on your specific topic? It probably goes without saying, but if I’m a marketer, I don’t want to listen to a session about statistics from a microbiologist.
Is your speaker engaging? Do people want to listen to them? It is a great sign if people are smiling and laughing during the presentation!
People often attend events to get motivated and excited about their work. A speaker who is truly inspirational will make that happen, and charisma is a part of what inspires us.
One of my favorite charismatic speakers is John Kearon, Founder and CEO, System1 Group PLC (formerly Brainjuicer). I heard him speak at the Global Marketer Conference, hosted by The World Federation of Advertisers. John could see guests were getting a bit fidgety. (There’s only so long you want to sit in a chair!) So how did he overcome it? By getting attendees to do the wave, of course! This woke people up as they moved their bodies and shared a laugh at a bunch of marketers doing the wave in a hotel conference room.
Image source: The Australian Association of National Advertisers
Valuable Content (No sales pitches!)
That last one can be a little tricky. Sometimes a person is an authority on the subject because it’s what their business does. Speakers will naturally discuss their own company – that is often the source of the stories for their presentation.
Talk to the speaker about the presentation content beforehand. Make the topic and purpose crystal clear. You might be able to find a YouTube video of them speaking at another event. If so, you can gauge their intentions – and how many times they mention their own product!
From venue to budget, you’ve now considered the primary points which will affect your event execution. You’ve built the base of your LEGO creation, and you can make sure that base fits the type of event you have chosen from Chapter Three, the top 10 types of event marketing. You can utilize this event planning checklist to help ensure you're ready to move to the next phase of your event.
Get ready for Chapter Five, How to Promote your Event, and stay tuned for Chapter Six, where I'll cover additional event planning logistics.
Or, feel free to jump back to the other chapters in the series:
- What is Event Marketing – Understanding the Basics
- The Top Six Benefits of Event Marketing
- The Best Ten Types of Events Utilized by Marketers
- Event Networking Networking for Real People From a Real (Awkward) Girl
- The Ultimate List of 50+ Resources for Event Marketing Professionals
- How to Create Event Name Badges (Minus the Headaches!)
- How to Write Post-Event Survey Questions
- Event Venue Selection: Checklist and Worksheet